Hearst stations automate and monetise mobile content with Yospace
NAB, Las Vegas , Booth SU 8503: 25 Hearst-owned stations in the USA are
now delivering short-form content, including news stories, to all mobile
devices using a cloud service from Yospace, the global leader in
distributing video content to multiple platforms. The Yospace technology
links into the broadcaster's advertising response server to ensure
pre-roll advertising is targeted to the user, strengthening the
News stories and other clips are uploaded to the Yospace service,
together with local and national advertising. The content is then
presented via apps across Hearst Television's key SmartPhone platforms ,
and via their corresponding Mobile Internet sites. Once a request for
content is received the Yospace service detects the device, sets the
video format and wrapper accordingly, splices in the tailored pre-roll
commercial as defined by the broadcaster's advertising system, and
streams it out. All this preparation is handled virtually
instantaneously so the consumer notices no latency in delivery.
"We wanted a system that would allow us to throw any sort of video clip
and get mobile-optimised delivery for all platforms: iPhone, iPad,
Android and Mobile Internet," said Michael Rosellini, Director Digital
Product Development of Hearst Television. "We wanted something that was
self-service, and with Yospace's web portal we can manage the whole
"The ability to manage pre-roll advertising was important, too,"
Rosellini added. "We can either handle pre-rolls through the Yospace
content management system or through Google DFP, giving us two options.
The service from Yospace means we can easily get much more video
available to our mobile users, with more advanced targeting of pre-roll
advertising and easier workflow, which should result in monetisation
The technology is hosted in a Yospace cloud software as a service
application, making it fully scalable as the success of the mobile
applications grows rapidly, and much more content is added every day.
The system has been live in 25 Hearst markets since January 2012.
"Broadcasters recognise the challenges of delivering a rich and flawless
experience to mobile apps, but achieving the quality of user experience
they want for their audiences has until now had an impact on costs,
manpower and workflows," said Tim Sewell, CEO of Yospace. "Our cloud
services take all those challenges away: we simply take a feed of the
content and commercials, and we handle the management, seamless splicing
and delivery in systems which readily scale up as audience demand for
content on mobiles escalates.
"Hearst understood the power of our solution early on, not just as a
means of outsourcing the service but in delivering the quality of
experience they want to maintain," Sewell added.
Visitors to NAB (Las Vegas Convention Center, 16 - 19 April) can see
Yospace's solutions for multi-platform delivery and seamless ad
replacement on booth SU 8503.
Founded in 1999, Yospace is a veteran of the mobile applications
industry. It is now a major innovator and platform provider, allowing
digital publishers, mobile applications developers and mobile operators
to rapidly and affordably deliver mobile video services.
With the growing convergence of broadcast and streamed delivery of
content, Yospace is now a major player in content distribution. It
entered the market in 2005, delivering user-generated content to
mobiles, first through the highly successful SeeMeTV community on the UK
network 3. Today it provides streaming services and advertising
replacement technology to broadcasters looking to retain audience
loyalty and build revenues by making content available on all platforms
Yospace is increasingly providing its solutions in the cloud as software
as a service applications. This allows it to provide highly scalable
solutions giving its clients flexibility without being locked in to
The company was acquired by Emap in 2007, and subsequently Emap was
acquired by Bauer Media. In March 2009 Yospace was sold off to private
investors as a non-core business by Bauer, and it now operates as a
highly agile independent company.
Further information can be found at www.yospace.com